Christmas 2018 proved to be the experience gift retailer’s best ever festive trading period, with double digit growth in December 2018 (year-on-year). The retailer anticipates further growth in 2019 as the experience sector expands, with growth areas including new arts & craft workshops to meet demand to try out new creative skills. The UK short breaks category is a strong performer, combining unique places to stay with exploring attractions and experiences in the local area.

December trade was driven by strong sales in the food and drink experience category, including culinary workshops, immersive dining and drinks tastings. Adventure experiences including indoor skydiving and helicopter flights were also popular gifts this year.

Virgin Experience Days head of marketing, Liam Howard-Jones, said: “The shift in consumer spending from material goods to investing in experiences is well documented. This Christmas we’ve seen a spike in sales of experiences for two or more as people gift fun leisure experiences to look forward to and share with loved ones.”